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How to register the best new top level domains

On 20 June, ICANN is expected to finalise the rules governing the web's newest top-level domains (TLDs). Any extension will be able to be registered in place of .com -- .hotel, .car, or even brand names like .canon or .hitachi. "It will be the biggest change to domain names since the creation of .com 25 years ago," says Theo Hnarakis, the CEO and MD of Melbourne IT -- a digital brand specialist working with more than 125 global companies on their strategy for applying for these extensions.

You won't notice any immediate change, as the domains aren't set to go live until the second half of 2012, but Hnarakis reckons that businesses need to get thinking about whether they want one or not. "There will be an immediate flurry of activity as brands, cities and entrepreneurs prepare their applications, which will likely close by the end of 2011."

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So how do you lay your hands on one? We asked Hnarakis for his five top tips on bagging the best TLDs.

1. Actually apply

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"A lot of companies are still deciding whether to dive in or not. But there's no sitting on the fence this time," says Hnarakis. If you miss the boat the first time round, then it could be between two and four years before applications open up again. "That's an age in internet years, and too big a competitive advantage to potentially give away to rivals."

2. Consider the domains you apply for carefully

When choosing between a generic name like .cars or your own brand, like .ford, you've got to balance up the likelihood of getting what you want, says Hnarakis. "Objectively consider why your application would be stronger than any of your competitors before applying." If you go for your own brand, then remember that people expect domain names to be short. "If your company name is long, it's worth considering a well-known abbreviation or even the company's share price code."

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3. Get the technical side of things sorted beforehand

Operating a TLD isn't just putting a name on it. You need to have the technical know-how to maintain the associated infrastructure. "A good deal of the application is proving to ICANN that you have the strong operational capabilities to operate a TLD, including security, technology infrastructure, funding, and robust processes for managing faults, abuse, and protecting trademark rights," says Hnarakis.

4. Know how you're going to use it

Applying just because you fancy having a TLD isn't going to cut it. You need to know what you're going to do with it, and be able to articulate that to ICANN. Hnarakis told Wired.co.uk: "This is more than just registering a trademark. If your company's application is successful, remember the company has new responsibilities as a TLD owner."

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5. Know the application process inside-out, or consult a specialist

If you want the best chance of success you'll need someone who knows it like the back of their hand. "The application document is long and complex, and the technical/policy requirements may be beyond the current capabilities of the in-house team," says Hnarakis.